The impact of digital disruption on businesses and why you should make customer experience your competitive advantage in the era of the experience economy. The world is changing at such a fast rate that it is both scary and exciting at the same time. Today the challenge for businesses is to face the implications of the digital era. Empowered customers no longer just purchase products; they buy experiences from brands they feel confident will deliver on their ongoing needs. That's why is important to improve your customer experience and loyalty, because unless you’re keeping your customers in mind every step of the way, you could be missing out.

1. Ilenia Vidili
FOUNDER
THE SMARTER CREW
AMSTERDAM, NETHERLANDS ~ SEPTEMBER 12 - 13, 2019
DIGIMARCONEUROPE.COM | #DigiMarConEurope
DIGIMARCONNETHERLANDS.NL | #DigiMarConNetherlands
Customer Experience
Master Class
MASTERCLASS

2. MAKING CUSTOMER
EXPERIENCE YOUR
COMPETITIVE
ADVANTAGE
2019

3. My name is Ilenia Vidili, my
mission is to help businesses
take advantage of the digital
revolution and disrupt from
within before being disrupted.
Are you ready to make
customer experience your
competitive advantage?
CX trainer and consultant
About
Copyright © 2019 by The Smarter Crew

4. About
Copyright © 2019 by The Smarter Crew

5. Copyright © 2019 by The Smarter Crew

6. Copyright © 2019 by The Smarter Crew

7. Copyright © 2019 by The Smarter Crew

8. Copyright © 2019 by The Smarter Crew

9. Copyright © 2019 by The Smarter Crew

10. Copyright © 2019 by The Smarter Crew
1970
market leader

11. Copyright © 2019 by The Smarter Crew
1970
market leader
86%
market share in cameras

12. Copyright © 2019 by The Smarter Crew
1970
market leader
86%
market share in cameras
90%
market share in film

13. Copyright © 2019 by The Smarter Crew

14. Copyright © 2019 by The Smarter Crew
1990

15. Copyright © 2019 by The Smarter Crew
1990 2006

16. Copyright © 2019 by The Smarter Crew
1990 2006 2012

17. Copyright © 2019 by The Smarter Crew
1990 2006 2012

18. Copyright © 2019 by The Smarter Crew
Disruption describes a process whereby a
smaller company with fewer resources is able
to successfully challenge established
incumbent businesses.
Harvard Business Review

19. Copyright © 2019 by The Smarter Crew
The evolution of society and
technology and its impact on
behaviour, expectations and
customs.
Digital Darwinism
Source: Brian Solis, Photo credit: stickpng.com

20. Copyright © 2019 by The Smarter Crew
Customer experience (CX) is the impression
you leave with your customer, resulting in
how they think of your brand, across every
stage of the customer journey.
Hubspot

21. VIDEO
1

22. Copyright © 2019 by The Smarter Crew

23. Copyright © 2019 by The Smarter Crew

24. Copyright © 2019 by The Smarter Crew
CONTENT OVERLOAD

25. Copyright © 2019 by The Smarter Crew
Decrease in attention span
12 sec in '00
8 sec in '19
Source: bbc.com

26. Copyright © 2019 by The Smarter Crew
Deliver compelling content
74%
close a website down
if an irrelevant
advert or message
is shown to them.
Source: University of Texas

27. Copyright © 2019 by The Smarter Crew
Deliver compelling content
74%
close a website down
if an irrelevant
advert or message
is shown to them.
Source: University of Texas

28. Copyright © 2019 by The Smarter Crew
Personalise experiences
Source: SalesForce
62% expect companies to send
personalised offers

29. Copyright © 2019 by The Smarter Crew
Personalise experiences
62% expect companies to send
personalised offers
44% will be likely to become repeat
buyers
Source: SalesForce - YouGov

30. Copyright © 2019 by The Smarter Crew
Personalise experiences
62% expect companies to send
personalised offers
44% will be likely to become repeat
buyers
61% personalisation helped achieve
superior customer experience
Source: SalesForce - YouGov

31. Copyright © 2019 by The Smarter Crew
Personalise experiences
Photo credit: blog.salecycle.com

32. Copyright © 2019 by The Smarter Crew
Personalise experiences
Photo credit: marketingweek.com

33. Copyright © 2019 by The Smarter Crew
Deliver consistent experiences
95%
use three or more
channels to connect
with a company in a
single transaction
Source: Forbes

34. Copyright © 2019 by The Smarter Crew
Deliver consistent experiences
use three or more
channels to connect
with a company in a
single transaction
62%
use more than
one device
Source: Forbes
95%

35. Copyright © 2019 by The Smarter Crew
"Always-on" culture
I WANT IT NOW!
I WANT IT NOW!
I WANT IT NOW!
I WANT IT NOW!
I WANT IT NOW!
I WANT IT NOW!

36. Copyright © 2019 by The Smarter Crew
"Always-on" culture

37. Copyright © 2019 by The Smarter Crew
Always-on culture
Source: metro.co.uk

38. Copyright © 2019 by The Smarter Crew
Listen to your customers
62% will buy from companies that want to know their opinion
40%will be more loyal to the brand
Source: Cint report, 2018

39. Copyright © 2019 by The Smarter Crew
Know your customers (KYC)

40. Copyright © 2019 by The Smarter Crew
Know your customers (KYC)
Source: gamestorming.com:

41. Copyright © 2019 by The Smarter Crew
Understand your customers
Source: hsbc.com.cn

42. Copyright © 2019 by The Smarter Crew
Understand your customers
Source: blog.techdesign.com

43. Copyright © 2019 by The Smarter Crew
Analyse your customers data

44. Copyright © 2019 by The Smarter Crew
Be mobile friendly

45. Copyright © 2019 by The Smarter Crew
Be mobile friendly
91% of customers turn to their phones for ideas in the middle of a task
Source: Micro-Moments: Your Guide to Winning the Shift to Mobile by Google

46. Copyright © 2019 by The Smarter Crew
Be mobile friendly
91% of customers turn to their phones for ideas in the middle of a task
82%say they consult their phones on purchases they’re about to make in a store
Source: Micro-Moments: Your Guide to Winning the Shift to Mobile by Google

47. Copyright © 2019 by The Smarter Crew
Be mobile friendly
Source: Micro-Moments: Your Guide to Winning the Shift to Mobile by Google
91% of customers turn to their phones for ideas in the middle of a task
70% will immediately switch to another site or app if it takes too long to load
82%say they consult their phones on purchases they’re about to make in a store

48. Copyright © 2019 by The Smarter Crew
Be mobile friendly
Source: Hootsuite

49. Copyright © 2019 by The Smarter Crew
Be mobile friendly
90% of millennials (gen Y) use
their phone while on the
toilet
Source: valuewalk.com
96% of generation Z (less than
23 yo) use their phone
while on the toilet
82% of generation X users use
their phones while on the
toilet
57% of baby boomers users
use their phones while on
the toilet

50. Copyright © 2019 by The Smarter Crew
Micro-moments
Source: Google.com

51. Your customer journey
Copyright © 2019 by The Smarter Crew
AWARENES
S
CONSIDERATIO
N
PURCHASE
ADVOCACY

52. Copyright © 2019 by The Smarter Crew
Your customer journey

53. Copyright © 2019 by The Smarter Crew
Your customer journey
Photo credit: edrawsoft.com

54. Copyright © 2019 by The Smarter Crew
Micro-moments
Source: thinkwithgoogle.com
I WANT-TO-KNOW
MOMENTS
When someone is
exploring or
researching
but is not
really on a
purchase mode

55. Copyright © 2019 by The Smarter Crew
Micro-moments
I WANT-TO-KNOW
MOMENTS
When someone is
exploring or
researching
but is not
really on a
purchase mode
I WANT-TO-GO
MOMENTS
When someone is
looking for a local
business or
considering buying
something nearby
Source:thinkwithgoogle.com

56. Copyright © 2019 by The Smarter Crew
Micro-moments
I WANT-TO-KNOW
MOMENTS
When someone is
exploring or
researching
but is not
really on a
purchase mode
I WANT-TO-GO
MOMENTS
When someone is
looking for a local
business or
considering buying
something nearby
I WANT-TO-DO
MOMENTS
When someone is
looking for help in
completing a task
or trying
something new
Source: thinkwithgoogle.com

57. Copyright © 2019 by The Smarter Crew
Micro-moments
I WANT-TO-KNOW
MOMENTS
When someone is
exploring or
researching
but is not
really on a
purchase mode
I WANT-TO-GO
MOMENTS
When someone is
looking for a local
business or
considering buying
something nearby
I WANT-TO-DO
MOMENTS
When someone is
looking for help in
completing a task
or trying
something new
I WANT-TO-BUY MOMENTS
When someone is
ready to make a
purchase and may
need help
deciding what to
buy
Source: thinkwithgoogle.com

58. Copyright © 2019 by The Smarter Crew
Your customer journey
Be there
anticipate the micro-moments for your audience and be there when they occur
Source: thinkwithgoogle.com

59. Copyright © 2019 by The Smarter Crew
Your customer journey
Be there
anticipate the micro-moments for your audience and be there when they occur
Be useful
provide an experience that is relevant to your customer’s needs in the moment
and connect them to what they are looking for
Source: thinkwithgoogle.com

60. Copyright © 2019 by The Smarter Crew
Your customer journey
Be there
anticipate the micro-moments for your audience and be there when they occur
Be useful
provide an experience that is relevant to your customer’s needs in the moment
and connect them to what they are looking for
Be quick
create a customer experience that is fast and frictionless.
Source: thinkwithgoogle.com

61. A
SATISFIED
CUSTOMER
IS THE
BEST
STRATEGY
OF ALL
Michael LeBoeuf

63. Connect with me
ilenia vidili
@thesmartercrew
www.thesmartercrew.com
Copyright © 2019 by The Smarter Crew
ilenia.vidili@thesmartercrew.com

64. Thank
you